The Swedish marque, now owned by Chinese manufacturer Geely, is to launch a global campaign for its V40 hatchback under the line ‘It’s not everyone. It’s not anyone. It’s you’. The ad, by Volvo’s global ad agency Arnold, will break later this month.
It has also rolled out a promotion for its V60 plug-in hybrid model, using the line ‘Switch to Volvo’, under which the brand transformed eight sites across Europe for customer events.
According to Richard Monturo, the vice-president of marketing at Volvo, the marque will position itself more explicitly as a Scandinavian luxury carmaker.
‘We need to focus on what makes us different to a Germany and a Japanese carmaker, bringing those Scandinavian elements – really clean design, natural materials, an emphasis on societal progressiveness – we believe are things which will set us apart,’ said Monturo.